About the Brand

The Brief

A Premium Gifting Brand. A Gifting Season Ready for It. A Media System Built to Close the Gap.

Grow topline revenue by finding every high-intent buyer the season already had in motion.

The brief arrived with a clear ambition and a sharp seasonal mandate: grow topline revenue during the Rakhi window by reaching audiences who were actively searching for a premium gifting experience, not just browsing, not passively inspired, but ready to buy for someone they loved.

The opportunity was not to manufacture demand. Demand for thoughtful, premium gifting exists every Rakhi. The opportunity was to make KIMIRICA the brand those high-intent buyers found first, and to ensure that when they arrived, the path from discovery to purchase was as effortless as the product experience itself.

The engagement was anchored in D2C growth: improved account structure and funnel optimisation designed to effectively reach warm audiences and convert them with greater precision and efficiency than the season before. Four priorities defined what that meant in practice.

• Precisely target premium and personalised gifting intent
• Apply tighter audience exclusions to concentrate spend
• Clearly segregate budget between new and existing customers
• Enhance conversion rates across the warm audience funnel

The Challenge

Four Growth Realities That Shaped Every Campaign Decision.

Each challenge pointed toward a more precise, more purposeful build.

01. Standing Out in the Most Competitive Gifting Window of the Year: Rakhi concentrates enormous media spend and gifting attention into a narrow window. Every premium lifestyle and gifting brand competes for the same high-intent buyer. The challenge was not reach. It was precision: finding the audiences most ready to convert in a market where spend escalates fast and broad targeting costs more than it returns.

02. Reaching Premium Gifting Intent Without Losing D2C Efficiency: KIMIRICA’s positioning (luxury, vegan, experiential) is precisely what makes it the right answer for the right buyer. But premium brand identity and performance marketing do not always align easily. The campaign needed to honour what KIMIRICA stands for while building a media architecture capable of delivering at D2C scale.

03. Managing Spend Across New and Existing Audiences Without Cannibalisation: The brand had a proven customer base with demonstrated purchase intent and a wider pool of potential buyers entering the funnel for the first time. Reaching both without campaigns competing against each other and inflating CPMs required clear budget segregation and audience architecture built from first principles.

04. Keeping Creative Performance Alive Through the Full Festive Window: Festive campaigns consume creative faster than any other period in the calendar. High spend, large audiences, and a compressed window mean fatigue sets in quickly. The challenge was not launching strong. It was staying strong all the way through to conversion.

The Approach

Seven Decisions That Turned Seasonal Intent Into Seasonal Performance.

Rakhi is one of the highest-intent periods in the Indian D2C calendar. KIMIRICA’s range was already positioned to answer it. The work was building a media system sharp enough to make sure every buyer searching for what KIMIRICA makes found it first.

01. Category-Led Restructuring: Precision Over Breadth

Meta and Google were rebuilt into category-specific campaigns (Bath & Body, Caddy Sets, Perfumes, Skincare), moving budget away from broad, undifferentiated spend into campaigns with sharper focus, clearer creative alignment, and more controllable allocation per product line.

02. Algorithmic Scale + Efficiency: Letting the System Do More Work

ASC Broad was launched with ROAS Goals and Bid Cap strategies, enabling the platform to reach new audiences efficiently while maintaining revenue targets. This unlocked Meta’s auction dynamics at scale without surrendering cost discipline to get there.

03. Influencer-Led Awareness: Reach That Generated Real Brand Demand

Creator and influencer content was introduced at the top of funnel, not as an awareness play for its own sake, but as a mechanism to generate incremental demand from audiences who had not yet encountered KIMIRICA. The creative format was chosen to match how those audiences actually behave on platform.

04. UGC-Led Conversion: The Right Voice at the Right Moment of Consideration

User-generated content was deployed across mid and bottom of funnel, where purchase consideration is highest and trust is the deciding variable. The intent was specific: move warm audiences from interest to purchase using authentic voices that already knew what a KIMIRICA product felt like.

05. Full-Funnel Architecture: Every Stage Connected, Nothing Left in Isolation

Prospecting, engagement, and retargeting were connected into a single coherent system. Each stage was designed to advance the buyer rather than capture them alone, so every touchpoint built on the one before it and no interested audience was left without a clear next step.

06. Retention at Scale: Festive Buyers Becoming Repeat Buyers

Remarketing pools were built from category repeat buyers and past gifting purchasers. Refill and bundle offers were mapped to those audiences, transforming one-time festive purchases into an ongoing revenue relationship rather than a spike with no downstream value.

07. Creative Velocity: Fresh Creative Every Cycle, No Fatigue at the Top

Asset output was scaled per category with fresh creative hooks produced for each cycle. The objective was precise: prevent top-of-funnel fatigue through a high-spend festive window where creative decays faster than at any other point in the calendar, and where losing momentum costs more than anywhere else.

The Results

The Numbers That Define KIMIRICA’s Most Successful Festive Campaign on Record.

Three records. One campaign window. Every metric a direct consequence of the rebuild.